Gamification in Marketing: Enhancing Participation, Interaction, and Retention in Saudi Telecoms

Abstract

This study investigates the role of gamification in driving customer engagement, participation, and retention within the Saudi telecommunications sector. Grounded in Uses and Gratifications Theory (U&G), the research explores the direct impact of gamification elements—such as rewards, storytelling, and competition—on brand interaction and how interaction mediates the relationship between gamification and customer outcomes. Using a survey of 378 respondents, the study confirms that gamification significantly enhances brand interaction, which in turn fosters customer participation and retention. The results highlight the importance of interaction as a bridge, amplifying gamification’s effects by transforming passive consumers into active participants. Additionally, personalized gamification strategies are shown to strengthen customer loyalty, emphasizing the need for tailored designs to meet diverse user motivations. The findings provide valuable insights for integrating gamification into marketing strategies, particularly in competitive and digitally advanced markets like Saudi Arabia. By leveraging these strategies, companies in the telecommunications sector can enhance customer engagement, foster stronger relationships, and achieve sustainable competitive advantages.